Tempo's AI-Powered Drug Ad Manipulation Wins 2025 Editors Forum Journalism Award
TEMPO.CO, Jakarta - Tempo's investigative report, titled "Manipulation of Drug Advertising using Artificial Intelligence," has been recognized with the prestigious 2025 Indonesian Editors Forum Journalism Award in the online media category. The report, penned by Tempo journalist Artika Farmita, uncovers the disturbing practice of using AI to create deceptive drug advertisements on social media.
The award was presented during the Fun Run for Good Journalism 2025 event at Atma Jaya Catholic University, South Jakarta, on November 16, 2025. Finance Minister Purbaya Yudhi Sadewa was in attendance and honored the winners.
The report is a product of Tempo's Fact-Checking Team's groundbreaking findings on the rise of deepfakes and fake content, which have been spreading misinformation through AI technology. In 2023, the team identified five deepfake contents. A year later, this number skyrocketed to 71, with health-related topics ranking as the second most prevalent category after social issues.
Artika Farmita highlights the vulnerability of netizens, especially the elderly, to these deceptive practices. The report reveals the impersonation of several public figures, including former Health Minister Terawan Agus Putranto, in a video promoting hypertension drugs with exaggerated claims. Other figures, such as former Health Ministers Nila Djuwita Moeloek and Siti Fadilah Supari, were also depicted in similar misleading advertisements for hypertension, diabetes, and male vitality supplements.
The elderly, according to Artika, are particularly susceptible to fraud on social media, making it challenging to locate and gather testimonies from victims. Tempo's Editor-in-Chief, Setri Yasra, praised the award as a testament to Tempo's commitment to maintaining journalism quality through rigorous fact-checking. The Fact-Checking Team, he emphasized, will continue to be a cornerstone of Tempo's efforts to provide accurate and reliable information, safeguarding readers from the perils of fake news.
This award serves as a powerful reminder of the importance of media accountability and the need to combat the misuse of AI in spreading misinformation. Tempo's investigation not only highlights the issue but also underscores the role of journalists in holding those in power accountable and protecting the public from harmful deception.
